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Sergey Kuznetsov ([email protected]) portfolio from 2009 till 2012 (in De'Longhi and LG Electronics Company)
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Sergey Kuznetsov -Portfolio- ‘09 – ’12
Sergey Kuznetsov ([email protected])
Sergey Kuznetsov ([email protected])
Projects in De’Longhi company
Sergey Kuznetsov ([email protected])
Intensa coffee-machines launch (Russia)
Product launch Strategy : - Strong ATL support : TVC – 1200 TRP/3 weeks – 4 channels; Digital (Search engines; business / glossy); OOH – limited places / strong placement - BTL: Strong In-store support (Brand-zones; on-shelf visualization; special placement) - COOP: Web, Additional FSM motivation; Special placements; Leaflets; In-store visualization - Promoters: special training, focus on new products, additional motivation (bonus per models)
Sergey Kuznetsov ([email protected])
Intensa coffee-machines launch (Russia)
Banner campaign Web (delonghi.ru) Web (promo page)
OOH
Sergey Kuznetsov ([email protected])
Intensa coffee-machines launch (Russia)
In-store execution / COOP
Mediamarkt
MVideo
Eldorado
Williams&Oliver
Sergey Kuznetsov ([email protected])
Icona - premium breakfast collection launch (Russia)
Product launch Strategy : Very limited funds - In-store: End-Cups in best shops (5-7 category Eldo/ MV – top stores/ MMS); best places on the self; A4/A3 leaflets on the shelf; roll-ups in the shops - Promoters: Special focus on the product; additional bonus
Sergey Kuznetsov ([email protected])
Icona - premium breakfast collection launch (Russia)
Web (delonghi.ru) Web (promo page) A4/A3 poster
In-store execution
Sergey Kuznetsov ([email protected])
Coffe-zones (unique Brand zones in best shops)
Aim: To create special shop-in-shop, which would have the design of the Italian café. Will have full product display. Make education through demonstration of the USPs. Briefly: Special BZs in the best shops of Mediamarkt/ Eldorado / Mvideo (16m2 at least), with special design in-line with corporate guidelines
Sergey Kuznetsov ([email protected])
Coffe-zones (unique Brand zones in best shops)
Sergey Kuznetsov ([email protected])
Projects in LG company
Sergey Kuznetsov ([email protected])
Marketing strategy/ planning
Main ‘12 targets: - To achieve №1 M/S in 3D/ achieve and sustain №2 in PTV (based on GFK) - To sell 1 Mln pcs LED TVs more / COI improvement - To increase Brand preference: TOM / UA / Purchase intention/ Loyalty - To increase display share - Successfully launch of the new products - Marketing spending accuracy / etc.
Sergey Kuznetsov ([email protected])
Cinema 3D Bus Project
Aim: To popularize the LG Cinema3D technology / educate consumers / show new 2012 top model Briefly: Special bus with integrated 3D TV/ Home theater, which will be used in different events / activities
Sergey Kuznetsov ([email protected])
Cinema 3D Bus Project
Timing: March-May / Social Ads/ seeding / Ads on YouTube Youtube viral video: http://www.youtube.com/user/LGRUSSIA/Cinema3D - Web-page: http://lgcinema3d.ru/ Results: 325K visitors; 792K page views; 299K unique visitors
ATL part:
BTL part: Wave 1: Moscow/ St Pet - in-line with ATL program, 40 winners (98 real visitors) [Timing: Mar-May] Wave 2: 9 cities (Moscow, Saransk, Ulyanovsk, Kazan, Samara, Saratov, Volgograd, Sochi, Voronezh) with train of innovations: 5000 KM, ~1000 actual visitors / huge PR effect [Timing: April] www.nomobile.ru/texts/159243.html - with video report Wave 3: Top 7 summer events / 7 cities (Velikie Luki, St. Petersburg, Moscow, Yaroslavl, Nizhniy Novgorod, Krasnodar, Krym) [Timing: Jun-Aug] ~5000 visitors expected http://www.facebook.com/media/set/?set=a.464541973575841.121944.162805193749522&type=3 - foto report
Sergey Kuznetsov ([email protected])
Cinema 3D Bus : PR effect/evidence
Sergey Kuznetsov ([email protected])
Cinema Activation (Cinema Theaters program) Project
Aims:
• Create a strong correlation between 3D viewing experience in cinemas through LG Cinema 3D Brand corners, by clear demonstration and communication of LG Cinema 3D technical advantages and consumers benefits
• Bring a strong message, that with LG Cinema 3D one can have the same (as in Movie Theater) experience at home
• Motivate purchase
• Enhance LG brand image, as the brand, which is enriching life, by bring innovative technologies to consumers’ homes
Briefly: 10 best Cinema Theaters, in each - special expereince zone (7-15 m2), with special 3D - interactive games. Full branding (tickets, buckets, cinema hall)
Sergey Kuznetsov ([email protected])
Cinema Activation (Cinema Theaters program) Project
Branded tickets
Branded corner & 3D experience
Branded pop-corn buckets
3D construction in foyer
Branded gifts
LG 3D Cinema hall
Special offer in retail
10 Best cinemas
Program mechanics:
Results: More than 76K unique visitors at the stands. Traffic more than 622K.
Sergey Kuznetsov ([email protected])
Cinema Activation (Cinema Theaters program) : PR effect / evidence [more 51]
http://www.nomobile.ru/media/163116.html Report with video:
Sergey Kuznetsov ([email protected])
Sport Bars Project
Aims:
• Create a strong correlation between Sports viewing / live game and 3D viewing experience through LG Cinema 3D products
• Deliver LG’s advanced technology through experience LG Cinema 3D
• Utilize Euro 2012 3D broadcast in 2012. Briefly: Best Moscow / Regional Sport bars with LG Cinema 3D products, live 3D broadcasting through Sky 3D / LG Branding
Sergey Kuznetsov ([email protected])
Sport Bars Project
1 wave - Moscow , Dec’ 12: • Liga Pap bar
2 wave - Moscow , May’ 12 +6 bars: • Maradonna bar, • Tinkof bar, • Sucharevka beer, • Hot Dogs bar, • Hard Rock Café, • Hungry Duck
3 wave – Regions, June’ 12, 5 bars: • St. Petersburg - Tinkof; • Kazan - Tinkof; • Ekaterinburg - Tinkof; • Rostov-On-Don - Dobriy El; • Novosibirsk – Champivon
4 wave – Regions, Sep’12 TBC
Sergey Kuznetsov ([email protected])
Sport Bars Project
Sergey Kuznetsov ([email protected])
National Roadshow (Cinema 3D Smart TV) program
Aims:
- Promote CINEMA 3D new product and Establish ‘3D = LG’ perception in Russia
- Spread to all Russia federal through road show promotion
- Provide opportunities to experience new LG Cinema 3D
- Induce interest and participation from consumers
Briefly: - 13 cities / biggest malls ; 3 days - Fri-Sat-Sun ; ~40m2 brand-zone in each
-Moscow : Total 16 weekends / 10 Malls , 2 waves in 6 Malls
-Region : Total 13 weekends / 13 Malls in 12 Cities
- Operate total 29 weekends in Russia Federal
Sergey Kuznetsov ([email protected])
National Roadshow (Cinema 3D Smart TV) program
Division May June July
25/05-27/05 1/06-3/06 8/06-10/06 15/06-17/06 22/06-24/06 29/06-1/07 6/07-8/07 13/07-15/07
Moscow
A Team
MEGA Khimki EuroPark Kapitoly Kashirka
MEGA Belaya Dacha
Auchan City Kapitoliy
EuroPark MEGA
Belaya Dacha MEGA Khimki
B Team
Gorbushka Vegas Gold Vavilon Rostokino
MEGA Teply Stan
Afimall Gold Vavilon Rostokino
Vegas MEGA
Teply Stan
Region
C Team
Kazan Volgograd krasnodar Rostov – on - Don St. Petersburg St. Petersburg Nizhniy Novgorod
MEGA Kazan Voroshilovsky Mega
adygea-kuban MEGA
Rostov-on-Don MEGA
Dybenko MEGA Parnas
MEGA Nizhniy
Novgorod
D Team
Ufa Ekaterinburg Omsk Novosibirsk Perm Samara
MEGA Ufa MEGA
Ekaterinburg MEGA Omsk
MEGA Vatutina
Stolitsa MEGA Samara
Detailed address program / timings:
Sergey Kuznetsov ([email protected])
National Roadshow (Cinema 3D Smart TV) program
Pre-PR On Spot-PR Main Event
•Key account DLR
-Inform on Homepage of DLR -Install banner in store
•Shopping Mall
-Inform on Homepage of Mall - Install banner
(Parking lot, inside mall)
•Web/SNS
-Pre-PR event on web and SNS
-Open micro-site of Promotion
• Install PR banners
- Parking lots banner,
Event information banner,
Structure for promotion
•Mall entrance
- Distribute leaflet
•Demonstration Product -Enjoy Entertainment zone -Theater in home zone -Feel more 3D zone -Smart live zone -Real Football zone
•Event -Participation ∙3D Football competition ∙KINECT Dance competition
-Performance ∙KINECT Dance Performance
In-Store, Mall, Web/SNS Parking lot and Entrance Main Zone
Mechanics:
Sergey Kuznetsov ([email protected])
National Roadshow (Cinema 3D Smart TV) program : PR / evidence [>50]
http://www.nomobile.ru/texts/165154.html
Video report: